A few weeks back I had the pleasure of sitting dead center of the front row to soak up content marketing insights from some of the top thinkers in the space at the #ThinkContent conference in NYC, sponsored by NewsCred. Executives from companies including BuzzFeed, YouTube, Chobani, Smirnoff, Xerox, MasterCard, IBM, Droga5 … and the list goes on … shared their mantras, mottos and recommendations. I found myself hurriedly typing notes in my phone throughout the presentations (while hoping my industry peers didn’t assume I was texting or checking Pinterest for ways to decorate my house—classic Millennial here), and the things I was most eager to capture were the quotes and one-liners that really struck and motivated me. Sure it was powerful to hear about the campaigns, successful and otherwise, that these marketing pros launched and learned from. But they each had quick key points that really drove home their messages, so I thought a few of these would be perfect to share along with my interpretations.
“Reach the people that matter with stories they love.”
Shared by Michael Brenner, NewsCred
The concept of telling a story is expected when you talk about content marketing. But it was the notion of the stories being ones your target audience loves that jumped out at me. It’s not just about sharing helpful or valuable content. These days, brand loyalty is massively important, with entrepreneurs and new competitors popping up all the time. Businesses in virtually every industry need to keep innovating, stay agile, and connect with customers on an emotional level to deeply seed that loyalty. Content marketing can be a potent way to achieve the latter.
“There are no low interest categories, just low interest ideas.”
Shared by Andrew Essex, Droga5
I love this one. To the untrained eye, focusing on verticals like B2B, financial services, engineering and so on, as our agency does, may not seem like the sexiest path. But we know better. Industries and target audiences don’t limit creativity, only a lack of creativity does. No matter what you’re marketing or selling, you’re targeting people, and people want you to capture their interest with compelling content.
Shared by Matt Bruhn, Smirnoff
This idea is critical, in both marketing and business in general. But focusing on the marketing side—even after you launch a mind-blowing, successful campaign and the data and results and leads are all pouring in, there’s never a time when you can say, “Ok great, we’re all set. Let’s take a nice long break from the marketing.” Stay paranoid. Stay aware that other competitors might launch an equally effective campaign tomorrow. Stay leery of getting comfortable. Which leads beautifully in the next line…
“If you think your product is the thing you are selling, you will be disrupted. Your product is the value you bring.”
Especially in the B2B services space, people aren’t looking for a quick purchase and then an end to the relationship. They want more. They want innovation, new ideas, fresh content and better solutions to more of their problems. Any given business’s products will change as d
emand changes and technology changes. What those hypothetical businesses need to truly commit to is providing ongoing value. And again, content marketing is a way to deliver ongoing insights and communicate innovative ideas and offerings through interesting stories.
“Behind every piece of bad content is an executive who asked for it.”
Shared by Michael Brenner, NewsCred
Members of any marketing department or agency probably have an example or two of a scenario this point relates to. Remember that as marketers, we’re responsible for creating impactful content. It may be easier said than done, but if requests come through that you don’t believe are right, push back (constructively) and develop a business case around a direction you think would be more worthwhile.
Shared by Barbara Basney, Xerox
This was in regard to cross-media campaigns. Develop your stories and your content, and really push to get them out there in as many ways as you can. Do each strong piece of content justice, and get all the mileage you can out of it before focusing on the next thing.
What other good quotes or one-liners inspire your marketing efforts? Reach out and share them!